3 ways Edible Brands has grown its AOV in 2026

Flowers & Gifts retailer Edible Brands has grown its average order value (AOV) through multiple strategies, including broadening its delivery, personalization and customization, and selling through online marketplaces. Edible partners with last-mile fulfillment services to reach more households than it would solely with its own delivery fleet.

Erica Randerson, chief digital officer of Edible Brands, told Digital Commerce 360 that the retailer’s first-party delivery fleet can reach 90% of U. S. zip codes within an hour. On the third-party side, Edible partners with Nash, Uber Direct and Roadie. Together, the companies deliver Edible orders up to 70 miles away, Randerson said.

And whether an order is going 10 minutes down the road or 70 miles away, she said, Edible uses insulated delivery bags. That temperature control helps it to keep chocolate-covered strawberries, cheesecake, cookies and other foods fresh during the drive, Randerson said.

The last-mile expansion also helped grow Edible’s Valentine’s Day AOV year over year, Randerson said. Edible Brands is No. 182 in the Top 2000 Database. That database ranks North America’s largest online retailers by their annual ecommerce sales. News How Edible prepares for last-minute gifting before Mother's Day Abbas Haleem | May 5, 2026